You’ve already heard about how important B2B marketing automation is for generating prospects, engaging your audience, and converting leads into customers.
You just have a few questions and concerns.
- How can I afford marketing automation without my budget bleeding?
- What can I do to make sure my automation tools work for me?
- Which kind of automation features do I need, and which are a waste of money?
- Why does my data suck and how can I collect correct data to fuel my personalization campaigns?
Yes, incorporating automated tools into your marketing strategy is intimidating—you have a delicate process and you can’t afford to risk screwing anything up.
However, your buyers expect personalized automation when they visit your site. Here’s how to make it work for you.
7 B2B Marketing Automation Strategies You Need to Nurture Leads
A full stack of B2B marketing automation tools isn’t worth a thing if you don’t have a long-term strategy. Start by putting yourself in the shoes of your visitors and ideal leads. Develop some long-term goals.
Do you want more conversions from current leads? More leads? Increased brand awareness?
Jot some notes down and use these strategies to make it happen!
1. Human Lead Verification to Start with Accurate Data
62% of businesses say they’re working with data that’s up to 40% outdated or otherwise inaccurate – that’s not good for their personalization strategies.
Every B2B marketing automation strategy feeds on data. If something is wrong or your information is old, that means you’re wasting money.
Human lead verification is a critical part of your automation strategy. At Hushly, for example, we only collect data from verified business email addresses, and we use human verification to cross-reference each lead’s information through LinkedIn.
2. Dynamic, Interactive, and Adaptive Content Hubs
When leads visit your website, they want things to click, read, and play around with. An adaptive content hub puts all your best content in one place so visitors can easily find things that interest them.
With an adaptive content hub, you can organize your content by type and format it into an interactive layout. Once a visitor clicks on a piece of content, your B2B marketing automation technology will make a note of the type of content and topic so it can continue suggesting relevant materials.
Not only that, but you can also use the information you collect from this content hub to send personalized emails and retargeting campaigns.
3. Self-Nurturing Landing Pages with Content Bingeing
Content bingeing features should be at the heart of any modern marketing campaigns.
Like analyst Brian Solis says, “Business buyers don’t go to work and forget what they do as humans. There’s a new normal that blurs the line between B2B and B2C. They just want things personalized.”
Plus, most of your buyers are young. Back in 2015, Think with Google reported that 46% of B2B buyers were between the ages of 18-34. If trends continued or stayed the same, that means most of your buyers are either millennials or Generation Z.
Your landing pages need to keep up. Leads want to educate themselves at their own pace. They don’t want to submit an email address and talk to you on the phone. A self-nurturing landing page gives them an endless stream of personalized content – just like Netflix – so they can research as much as they want.
4. Personalized Email Campaigns Based on Triggered Events
Email is an effective retargeting tool if you know how to use it. In other words, if you can take advantage of intelligent B2B marketing automation.
Using an email service provider, you can use data you collect from your website to send out segmented and highly relevant email campaigns to your leads.
Set up some campaigns based on triggered events. For example, do you have some niche lead magnets or blog posts? Create unique email campaigns for them and schedule them to go out after someone visits the pages.
These are called triggered campaigns and they get much higher engagement than generic campaigns with open rates of up to 45%.
5. Intelligent and Highly Relevant Retargeting Campaigns
LinkedIn is one of the best platforms for retargeting your leads thanks to its robust audience insight tools.
However, it’s easy to blow your budget if you aren’t careful.
It’s simple to set up automated campaigns with LinkedIn by targeting people who have visited not just your website but specific pages on your website.
6. Data-driven Content in the Right Formats
According to research from LinkedIn, B2Bs aren’t just looking for white papers and case studies. 49% of them want video while 64% like listening to podcasts during their research.
For your automation to do its job, it needs relevant and valuable content to give your visitors and leads.
Do your research and listen to your audience. Create the kind of content they want.
7. Exit Intent Monitoring and Abandonment Strategies
Forms are a big no-no going into 2020. Your leads don’t have time to fill out clunky forms on their phone and they simply won’t want to.
However, you still need an abandonment strategy.
Instead of bombarding your visitors with a form when they move their cursor to leave the page, give them more of what they came there for in the first place: great content.
Using B2B marketing automation tools, you can present them with more content like eBooks and podcasts based on the materials they already consumed on your website.
Update Your Website for 2020 Now and Watch Leads Grow
Writers and digital marketers talk about creating a user-centric website all the time but few B2B websites truly put it into action.
The first step towards creating a data-driven and user-friendly website optimized for leads and mobile browsing is removing forms so your content can take center stage. Once you ditch forms in favor of B2B marketing automation strategies like content bingeing, your leads will skyrocket by at least 51%.
Are you interested in learning more about creating mobile-friendly lead magnets without forms? We’ve got the perfect eBook for you!